3-*** Split Run Tests 14-1. Blind Headlines 14-2.
-
Upload
chester-miller -
Category
Documents
-
view
218 -
download
0
Transcript of 3-*** Split Run Tests 14-1. Blind Headlines 14-2.
3-***
Split Run Tests
14-1
Blind Headlines
14-2
13-3
How to Write Television Copy
• Moving images makes TV more engaging than print
• The challenge is to fuse the images with the words to tell a story
Principle: In great television commercials, words and pictures work together seamlessly to
deliver the creative concept through sight, sound, and motion.
14-4
Ads are mini-movies
14-5
13-6
Tools for Radio Copywriting• Voice
– Announcer or character• Music
– Creates a mood, establishes a setting– Jingles are catchy, “hummable”
• Sound effects (sfx)– “libraries,” CDs, online
Principle:Radio copywriters try to match the
conversational style of the target audience.
13-7
Guidelines for Writing Radio
• Keep it personal• Speak to listener’s interests• Wake up the inattentive• Make it memorable• Include call to action• Create image transfer
13-8
Writing for the Web• More interactive than any other mass medium—
more like two-way communication.• The copywriter’s challenge: to attract people to
the site and manage dialogue-based communication.
• The advertiser’s challenge: to understand the user’s situation and design messages that fit the user’s needs.
Principle: To write great copy for the Web, copywriters must think of it as an interactive medium and open up opportunities for
interaction with the consumer.
Design and Production
Advertising Principles and Practices
14-10
14-11
Using Visuals Effectively• Grab attention • Stick in memory • Cement belief • Tell interesting stories• Communicate quickly• Anchor associations
14-13
Burger King
14-14
14-15
14-16
14-17
14-18
14-19
14-20
14-21
14-22
Using Visuals Effectively• An intriguing idea grabs
attention and sticks in memory.
• A picture in a print ad captures more than twice as many readers as a headline does.
• People remember ads with pictures more than those with just type.
14-23
Principle: The visual’s primary function in an advertisement
is to get attention.
The Art Director• In charge of the visual look of
the ad how it communicates mood, product qualities, and psychological appeals.
• They decide which type of visual to use—art, photography, film, animation, etc. for ads.
• May also work on branding/corporate logo including office interiors, merchandising materials, delivery vehicles.
14-24
Designers Toolkit: Photos
14-25
Designer’s Toolkit: Illustration
14-26
Designer’s Toolkit: Color
14-27
Designer’s Toolkit: Type
14-28
Principle: Type has a functional role presenting the words so they can
be easily read; but it also has an aesthetic role and can contribute to the meaning of the message through its design.
Layout Stages
14-29
Thumbnail Sketches Rough Layout Semicomps
MechanicalsComprehensives Final High-Resolution Film
Design Principles• Direction—creating a visual path for the eye• Dominance—the point of emphasis• Unity—elements fuse into one coherent image• White space—area not covered by art or type• Contrast—makes elements stand out from one another• Balance—formal and informal, symmetrical or
asymmetrical• Proportion—equally proportions of elements are visually
uninteresting• Simplify, simplify, simplify—the fewer the elements, the
stronger the impact
14-30
Composition• Refers to the way elements in a picture are arranged
14-31
Color Reproduction• Process colors
(magenta, cyan, yellow, black) are used in the four-color printing process.
• Color separation is a process by which a printer reduces or “separates” to four negatives for each of the four colors.
14-32
Planning the TV Commercial• Creatives plan
– :10, :15, :20, :30, :60– Number of scenes;
shots in each scene– Key visual: the image
that sticks in the mind– Where/how to shoot
• How much product info?
• Pace: fast or slow?• Level of controversy
and intrusiveness13-33
Producing TV Commercials• Animation
– Used to create characters like the GEICO gecko
– With computer animation, images appear real
• Stop motion– Used in claymation or to
make other inanimate objects appear to move
• Music and action– Should match music to
action; can be used to get attention, set a mood, or stick in memory
14-34
Picking a Director
• The most important decision for any agency doing a TV spot.
• He or she will either make it much better or much worse.
14-35
Television Production Process• Preproduction
– Production notes; preproduction meeting; find talent, location, props, costumes
• The Shoot– Recording the action; technicians include camera
operator, gaffer, grip; record music, sound effects, voices; graphics
• Postproduction– The editor assembles the pieces to match the storyboard;
14-36
Effective Web Design• Web pages, especially first screens, should follow the
same layout rules as posters.– Graphics should be attention-getting but quickly
downloadable.– Type should be simple; avoid all caps.– Use high-contrast colors.
• Web pages can combine elements and design styles from many different media including print, still photography, film, animation, sound, games.
• Web designers use many tools including animation, complex navigation paths, and sophisticated design software.
14-37
The One Club Creative Showcase The One Club Creative Showcase
14-30
The One Club advertising competition hosts this site to showcase winning advertising.
Visit the Site
Action and Interaction• Web advertisers are continuing to find ways to
make the imagery more engaging.– www.climbmeru.com
• Sites should have clear navigation.– Users should be able to easily move through the site
and find what they want.• Regular site visitors should be able to customize the
site.• Minicomputers, PDAs, and cell phones present new
opportunities and challenges for businesses to display products on the small screen.
14-39